Human connection is starting to reappear as a revenue advantage, not merely a service virtue

A fresh Hospitality Net piece published September 5 argues that hotel guests are increasingly ignoring automated pre-arrival upsell messaging because they feel spammed, while authentic conversations at booking and arrival create better opportunities to upgrade and add value. The same piece explicitly frames emotional connection as a commercial strategy, not just a hospitality nicety.

Emerging conversation: Hotels are trying to automate more of the guest journey, especially messaging, personalisation and upselling.

Conventional belief: Automation improves conversion because it reaches more guests with more relevant offers.

The industry may have underestimated the commercial value of being genuinely understood by another human being.

The issue is not that human beings are “warmer” than technology.

It is that a perceptive human can recognise hesitation, aspiration, fatigue, celebration, uncertainty and timing in ways that change what becomes valuable in that moment.

That means human connection is not the soft layer sitting on top of revenue.

It can be part of the revenue mechanism itself.

Human need other humans to influence, impact, and enhance expereinces.

Have a happy week!